Short’s Brewing Company

“Summer of Free Beer”

By: Louis Bilotta

“Summer of Free Beer” CampaignEach customer gets one free

beer.Event goes all summer longPurpose is to attract summer

tourists to the brewery

Target AudienceSummer Tourists Tourists from the

State of Michigan only.

Age: twenty one years of age and above.

People who enjoy a good beer.

“Keg-O-Meter” AppTourists must

download this app and present the download screen to the bartender in order to receive a free beer.

For people without smartphones, an iPad stand will be set up for tourists to enter their name and email to receive a voucher for one free beer.

“Keg-O-Meter” App Cont…

Why free beer? Once somebody

has one Shorts beer they will want to have another.

Measurement Tactic 1.

Mobile Apps Downloaded.

Monitored by a social media account manager

500 downloads a month

Measurement Tactic 2.

Kegs tappedKeg-O-Meter app

tracks how many kegs have been tapped

Costs

Total amount = $301,000

$12,000 for a full-time social media manager

$20,000 for social media advertisements

$100,000 to build the app$144,00 agency cost$25,000 for Google Ad Words

“Summer of Free Beer”

With the “Keg-O-Meter” app, customers will be able to see firsthand how much of a keg gets used in one evening at a bar.

Taste beer without limitations.

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